It’s a common phrase, but few people know what “survival of the fittest” implies, for life or business.

First of all, it’s not about individuals. Darwin is talking about species, not single members of a species.

More important, “fittest” does not mean strongest, smartest, most skillful, lowest body fat or highest batting average. The term equates to “most able to adapt.” Since the environment changes, those species which adapt to change have a better chance of surviving. If you read Beak of the Finch, you’ll see how this played out in the Galapagos Islands – and why we put Darwin’s finches on our website and business cards.

We see businesses in Darwinian terms. Buyer decision-making has changed drastically since the information explosion. Some brands have adapted, while others risk extinction with obsolete media, all-outbound messaging, failing to optimize their digital lobby – in other words, living as if it’s still 2007.